Papers by Atul Parvatiyar
Springer eBooks, Dec 30, 2023
Journal of Marketing Education
Entrepreneurs build successful businesses by taking innovative ideas from research labs to market... more Entrepreneurs build successful businesses by taking innovative ideas from research labs to market. This article describes a pedagogical approach and its outcomes in utilizing a multi-stage, multi-course, and multi-semester capstone integrative project to teach entrepreneurial marketing (EM) of early-stage technologies. Herein we explain concepts and practices that enable the learning needed within STEM (Science, Technology, Engineering, Mathematics) MBA programs to commercialize and market products and services arising from new technologies. The pedagogy follows a four-course sequence that applies strategic frameworks and tools to develop opportunity space for a patented idea, develop the idea into product options, undertake customer discovery, build marketing and sales strategies, and translate opportunities into venture planning. These lab-to-market outcomes are accomplished by applying deliberate practice-based action learning methods to build students’ knowledge bases and proble...
Journal of Consumer Affairs
SAGE Publications, Inc. eBooks, May 21, 2014
Understanding the motivations of consumers to engage in relationships with marketers is important... more Understanding the motivations of consumers to engage in relationships with marketers is important for both practitioners and marketing scholars. To develop an effective theory of relationship marketing, it is necessary to understand what motivates consumers to reduce their available market choices and engage in a relational market behavior by patronizing the same marketer in subsequent choice situations. This article draws on established consumer behavior literature to suggest that consumers engage in relational market behavior due to personal influences, social influences, and institutional influences. Consumers reduce their available choice and engage in relational market behavior because they want to simplify their buying and consuming tasks, simplify information processing, reduce perceived risks, and maintain cognitive consistency and a state of psychological comfort. They also engage in relational market behavior because of family and social norms, peer group pressures, government mandates, religious tenets, employer influences, and marketer policies. The willingness and ability of both consumers and marketers to engage in relational marketing will lead to greater marketing productivity, unless either consumers or marketers abuse the mutual interdependence and cooperation.
International Business Review, 1995
SAGE Publications, Inc. eBooks, 2000
Journal of Marketing Education, Jul 21, 2023
Entrepreneurs build successful businesses by taking innovative ideas from research labs to market... more Entrepreneurs build successful businesses by taking innovative ideas from research labs to market. This article describes a pedagogical approach and its outcomes in utilizing a multi-stage, multi-course, and multi-semester capstone integrative project to teach entrepreneurial marketing (EM) of early-stage technologies. Herein we explain concepts and practices that enable the learning needed within STEM (Science, Technology, Engineering, Mathematics) MBA programs to commercialize and market products and services arising from new technologies. The pedagogy follows a four-course sequence that applies strategic frameworks and tools to develop opportunity space for a patented idea, develop the idea into product options, undertake customer discovery, build marketing and sales strategies, and translate opportunities into venture planning. These lab-to-market outcomes are accomplished by applying deliberate practice-based action learning methods to build students’ knowledge bases and problem-solving process skills that increase their entrepreneurial expertise. Through learner engagement in a sequence of innovative, data-driven, analytical processes that focus on identifying, validating, and strategizing around scalable new ideas, this pedagogy enables students to learn EM skills that can be applied to different industries and companies at various stages of development but with an emphasis on early-stage technologies.
Journal of Consumer Affairs, May 6, 2023
Journal of Macromarketing
Laczniak and Shultz, in their recent article in the Journal of Macromarketing, provide a robust f... more Laczniak and Shultz, in their recent article in the Journal of Macromarketing, provide a robust framework and a comprehensive definition of socially responsible marketing (SRM) anchored on macro-normative ethical perspectives. The explicit purpose of offering this framework and definition is to provide a roadmap to create a better world. Recognizing that marketing has a vital role in enabling the societal goal of achieving well-being and thriving, we offer some additional perspectives in this commentary. Essentially, we suggest how the SRM doctrine can be enriched and enlarged by explicitly aligning societal goals of eudaimonia (well-being) with marketing's moral duties and actions. To do so, we reconcile ethical ideas in Asian and Western philosophies as to how they may help us clarify the requisite SRM behavior. We also look at the developments in evolutionary psychology and developmental biology as to the proper criteria for evaluating the success of SRM behavior.
Journal of Macromarketing, Oct 3, 2022
Handbook on Cross-Cultural Marketing
Journal of Business Research
Journal of Global Scholars of Marketing Science
Over the past five decades, Jagdish N. Sheth (JNS) has been at the forefront and the major turnin... more Over the past five decades, Jagdish N. Sheth (JNS) has been at the forefront and the major turning points of the dynamic and evolving marketing discipline. As an active scholar and corporate adviser, JNS has made pioneering contributions to both theory and practice-relevant knowledge in marketing and business management. At the very start of his academic career, he catapulted himself into the frontlines of marketing discipline with his impactful publication: “A Review of Buyer Behavior” in Management Science in 1967 (Sheth 1967). In 1969 he followed it with the classic book on The Theory of Buyer Behavior with John Howard (Howard and Sheth 1969). Through the many subsequent seminal publications and his role in the founding of the Association for Consumer Research (ACR), JNS became instrumental in bringing consumer behavior to the center of research and academic activities in the marketing discipline. Over the years, JNS has done pioneering work on research methods, multivariate statistics, buyer behavior, marketing theory, competitive behavior, strategic marketing, innovation, relationship marketing, customer centricity, value creation, mindful consumption, sustainable marketing, globalization, emerging markets, consumption cultures, marketing productivity, and the impact of technology on marketing practice, among others. That is, there is hardly an area of marketing thinking or practice where JNS has not made leading thoughtful contributions. Further, he has always been at the cusp of change, providing scholarly thought-shaping ideas and actively engaged scholarship. Befittingly, this special issue of JGSMS is a tribute honoring the outstanding contributions of JNS in advancing marketing knowledge and discipline over many decades. This special issue is dedicated to JNS’s remarkable contributions to the profession that continue to inform and inspire generations of marketing and business scholars worldwide. His impact has been global and beyond scholarly activities. We believe that a significant number of established and budding scholars have benefitted tremendously from personal mentoring, and impressive philanthropic contributions provided by JNS to advance the cause of the discipline. We would like to thank all the contributors of articles published in this special issue – Andrew Baker, Ruth Bolton, Daniel Corsten, Naveen Donthu, Thomas Gruen, Anders Gustafsson, Juergen Brock, Umut Kubat, V. Kumar, Suvi Nenonen, Nusser Raajpoot, Thomas Ritter, Arun Sharma, Kaj Storbacka, Vanitha Swaminathan, Crina Tarasi, Gerald Tellis, Seshadri Tirunillai, Mani Vannan, and Lars Wittel – for their enthusiasm, effort, and time taken to develop their scholarly contributions for this special issue. Although JNS contributions span many areas of marketing, the focus of this special issue is on the contemporary topics of customer engagement, experiences, relationships, and the organizational processes, capabilities, and technologies to enhance the brand value. These topics have gained prominence in the current era of rapid changes and disruptions in JOURNAL OF GLOBAL SCHOLARS OF MARKETING SCIENCE 2021, VOL. 31, NO. 3, 255–259 https://doi.org/10.1080/21639159.2021.1924956
Handbook of Advances in Marketing in an Era of Disruptions: Essays in Honour of Jagdish N. Sheth
Relationship Marketing is emerging as a new phenomenon however, relationship oriented marketing p... more Relationship Marketing is emerging as a new phenomenon however, relationship oriented marketing practices date back to the pre-Industrial era. In this article, we trace the history of marketing practices and illustrate how the advent of mass production, the emergence of middlemen, and the separation of the producer from the consumer in the Industrial era led to a transactional focus of marketing. Now, due to technological advances, direct marketing is staging a comeback, leading to a relationship orientation. The authors contend that with the evolution of Relationship Marketing, the hitherto prominent exchange paradigm of marketing will be insufficient to explain the growing marketing phenomena of collaborative involvement of customers in the production process. An alternate paradigm of marketing needs to be developed that is more process rather than outcome oriented, and emphasizes value creation rather than value distribution.
Abstract-- Relationship Marketing is emerging as a new phenomenon. However, relationship oriented... more Abstract-- Relationship Marketing is emerging as a new phenomenon. However, relationship oriented marketing practices date back to the pre-Industrial era. In this article, we trace the history of marketing practices and illustrate how the advent of mass production, the emergence of middlemen, and the separation of the producer f om the consumer in the Industrial era led to a transactional focus of marketing. Now, due to technological dvances, direct marketing is staging a comeback, leading to a relationship orientation. The authors contend that with the evolution of Relationship Marketing, the hitherto prominent exchange paradigm of marketing will be insufficient to explain the growing marketing phenomena ofcollaborative involvement of customers in the production process. An alternate paradigm of marketing needs to be developed that is more process rather than outcome oriented, and emphasizes value creation rather than value distribution.
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Papers by Atul Parvatiyar